For The North Face, environmental concern is not an option or a marketing strategy targeted toward sustainability-minded consumers, but a necessity. A sustainable future is actually necessary to their profit margins. Once there are no glaciers left to explore, no Arctic North left to face, the company will no longer have a business.

Apparel Magazine named The North Face a 2011 Sustainablity All-Star for demonstrating "a commitment toward making their businesses more sustainable," and for their "plan to continue down that path."

Global climate change threatens to destroy the very ecosystem The North Face seeks to market. They have increased their use of solar power at distribution centers and of recycled and natural materials in their products. The North Face partners with Bluesign, an independent audit organization that assays the sustainability of textile manufacturers. 30% of North Face products are Bluesign-approved, and in 10 years, The North Face aims for 100%. They aid the Bluesign mission with their sheer size, in turn allowing smaller sustainability-minded companies to claim Bluesign approval and driving for increased Bluesign approval in textile mills around the globe.

The North Face's most recent campaign is that of recycling the invisible waste stream of protective plastic polybags. The use of these bags is usually mandated by law, but they often end up in landfiills. Consumers can send in their accumulated polybags for processing and recycling.

As a business necessity, The North Face is pursuing a more sustainable future for the clothing industry. This example is soon to be followed by outfitters on a global scale.

After doing an extensive term paper on the labor practices of Nike, I learned a great deal about the company that makes many of my favorite clothing products. In the early years, Nike had an abysmal human rights and labor record. They became the poster child for unfair labor and the inequality of sweatshops. In the 80's and 90's it became clear very soon that Nikes factories were not up to terms with health regulations, wages, and care for its workers. Since then, they have greatly changed the way they approach their outsourcing and "cheap" labor. Many believe they are now the "gold standard" when it comes to equality and human rights in foreign workspaces.However, with 600 contract factories that employ more than 800,000 workers in 46 countries around the world, there are a lot of moving parts. One hopes that Nike can "Just Do It", and continue to work towards that "gold standard."

Panera Bread has opened another couple of nonprofit stores as an addition to their line of pay-what-you-want bakeries for those struggling to get by. These openings in Dearborn, Michigan and Portland, Oregon follow the successful pilot store in St Louis, and are funded by Panera's nonprofit foundation plus 'donations' in the form of any money paid for food.
Although my initial reaction was to question how exploitation of the concept would be avoided, it appears that in the St Louis location most customers paid full price in recognition of the aim of he bakery. While I remain a little doubtful, there is no question that should this idea take off, it would be a great inspiration.